During a recent grocery checkout conversation, it came up that I was a wireless analyst, and the cashier asked me which was the best wireless service and best smartphone. This is a question I get frequently, and though it seems straightforward, it’s difficult to answer. As I told the cashier, it depends. “On what?” she asked. That’s when I realized that the U.S. wireless industry’s multimillion-dollar advertising, public relations and marketing campaigns simply have been confusing buyers.

Morgan Stanley analyst Brian Nowak believes Apple is considering drawing down its reliance, or altogether dumping, Amazon Web Services in favor of an in-house solution, though the shift might take two years.

Explaining Tuesday’s earnings call, Piper Jaffray analyst Gene Munster said Apple’s repeated allusions to macroeconomic headwinds might have “spooked” investors despite a better than expected guide on iPhone, but the analyst sees light at the end of the tunnel.

Why do so many companies fail at industry analyst relations? Since the best answer might come from an industry analyst, I’ll share a few thoughts with you. I’ll also share some secrets for building a successful long-term technology analyst program. Hint: It’s about being on the growth side of the wave. This is a good week to address this issue, since CES 2016 is taking place in Las Vegas — once again, bigger and louder than ever. Companies must find a way to stand out and be heard.

Speaking at the first ever Glance conference, noted Apple analyst Horace Dediu said he expects Apple Watch shipments to reach 21 million units in its first full year of sales, a tally estimated to bring in some $8.4 billion in revenue.

A private Monday morning email from Tim Cook to CNBC analyst Jim Cramer –?in which Cook revealed material information about his company’s growth in China –?could land the Apple chief in hot water with the Securities and Exchange Commission.

Cowen and Company analyst Timothy Arcuri, one of the first to report on the possibility of a 4-inch “iPhone 6c,” revealed in a recent note to investors that he can no longer find evidence that Apple is working on such a device for 2015.

Analyst sentiment is generally high ahead of Apple’s third-quarter earnings announcement — due on Tuesday — calling for numbers that could beat both official guidance as well as Wall Street consensus, mostly on the strength of iPhone sales that could near or top 50 million.

Demand for the Apple Watch is steady and growing, according to tech market researcher IDC. The analyst firm’s input follows recent data from Slice Intelligence that showed a sharp dip in June sales for the Watch.

Countering an analyst report earlier on Wednesday predicting a plateau to Apple Watch demand, investment bank Morgan Stanley says U.S. consumer interest is not just strong, but is increasing, with first-year sales estimated to hit 36 million units.